cover page
2
CONTENTS INTRODUCTION.................................................................... 5 COMPETITORS....................................................................... 6 ORIGINAL LOGOTYPE........................................................ 8 KEY WORDS........................................................................... 9 MOODBOARD.......................................................................10 STYLE OR MARKS............................................................... 12 FINAL LOGOTYPE...............................................................14 LOGOTYPE RULES..............................................................16 INTEGRITY.............................................................................. 17 CORPORATE COLOUR PALETTE.................................. 18 CORPORATE TYPEFACE.................................................. 19 TOOLBOX.............................................................................. 20 STATIONERY......................................................................... 22 APPLICATIONS.................................................................... 24 LABEL SWAPE.....................................................................26 REFERENCE..........................................................................28
3
4
Introduction
This book will tell the story of my journey through the design process of a Branding and Identity exercise. It has three parts, which is Label Swap, The language of Type, and Corporate ID. My chosen client is “All 4 Pet “ pet shop which generally sales all the products for pets such as dogs, cats, and other small animals. I want to redesign this brand because of I am interested in pets product and service, and also the old design is quite complicated and not fun at all. I want the new brand to be more fun and attractive. It should be eye-catching and with good communication strategy.
5
Competitors
6
7
Original Logotype
Mission Statement ALL 4 PETS PTY LTD was established in 2004 by Rob Black at 20 years of age. The first store was located in South Road, Moorabbin. He then went on to open a super store in Ivanhoe. All 4 Pets is an independent family owned and operated retail chain based in Victoria. All 4 Pets is not involved in any live animal sales of any kind, and condemns the puppy factories which supply puppies to pet stores. We advocate customers to purchase their pets from KCC certified breeders and fully support animal adoption and rehoming, which we promote in our stores. All of our staff at All 4 Pets are true pet lovers. We love it when you bring your pets in store as pets are most definitely welcome. We are open 7 days a week, and are only closed on certain public holidays. We hope to see you and your pets at our stores in the near future.
PLANS For the new logo, I want to design logo which are more relating to the pet. The old logo is just using the type to represent their shop. So for my future direction, it will be family, loyality, experience, love, friendly, caring, thoughtful and professional. The new logo makes people feeling we are very nice and we have the stuffs what they are looking for. I am going to use the dog and cat shape and combine with the type. When people see the logo, they will know what we are and will want to come into our store. This is what a good logo can work and success.
8
Key words
Family
consider all pets as a important family member
Loyalty
your pet treat you with its whole lifetime loyalty.
Experience
we always want you to have a good, different to other shops experience.
Love
you love your pet, and so do we
Friendly
we work all the time with our smile, being friendly to you and your family
Caring
we care about all the need of you and your pet
Thoughtful
as thoughtful as you wish is our hope
Professional
we have knowledge about your pet, and how to
9
Moodboard
10
11
Style or marks
Postive & Negative
Pictogram
Liner
Abstraction
Solid
12
Postive & Negative
Liner
Solid
Abstraction
Pictogram
13
Final Logotype
14
Black & White
Reversed
15
Logotype Rules
Clear Space
16
Integrity
Do not change the colour
Do not change the Position
Do not change the Position
Do not change the Position
17
Corporate Colour Palette
C90 M30 Y95 K30 R16 G86 G41 PANTONE 356C
C40 M70 Y100 K50 R76 G42 G14 PANTONE 732C
C20 M0 Y100 K0 R207 G218 G0 PANTONE 328C
C0 M0 Y0 K80 R70 G71 G73 PANTONE 447C
C0 M100 Y100 K0 R224 G0 G27 PANTONE 485C
CMYK: C0 M0 Y0 K100 RGB: R0 G0 G0
CMYK: C85 M10 Y100 K10 RGB: R35 G31 G32
18
Corporate Typeface
Gotham Rounded - Book abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123467890 Font: Gotham Rounded - Medium abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123467890
19
Toolbox
20
21
Stationery
650 South Road Moorabbin Vic 3189 Phone : 03 9555 1534 Fax : 03 9555 6458
Email : info@all4pets.com.au Website : all4pets.com.au
william Scott manager 650 South Road Moor abbin VIC 3189 Ph (03) 9555 153 4 Fx (03) 9555 6458 Ws c ott@all4pets .c om.au
22
Invoice
ALL 4 PETS PTY LTD 650 South Road Moorabbin VIC 3189 Telephone 03 95551534 Facsimile 03 9555 6458 info@all4pets.com.au
Invoice Number: 456789 Date: 19/02/2010 Customer ID$: 898545
To:
Ship To:
William Demon
William Demon
224 Finder Street Melbourne VIC 3000
224 Finder Street Melbourne VIC 3000
P.0.#
Sales Rep. Name
Ship Date
Ship Via
Sale2
20/02/2010
TNT
Description perfect brand dog food
Terms
Unit Price
Quantity 1
20
SUBTOTAL
Due Date
Line Total 20
20
THANK YOU FOR CHOOSING US!
23
Applications
24
25
Label Swape
Original, Big M and Easy-off Bam. Big M has its huge "M" in the middle of both the front and the back side. It totally stand out of the package, as a eye catching symbol of this product. The brown color of the package totally gives feeling of the choloate favour. Easyoff Bam use white and blue for the logo gives you a clean feeling, and also the pink exploded graphic shows the power of cleaness.
After my trail observation through the cleaning product. I found out that most of the products are using blue and white as their main color, and also combine with some bright color such as pink. The package are very similar. They are usually with pressing pump.
26
By swaping the two lables, each of the product has changed its look remarkbly. In this case, Big M and Easyoff Bam, the semiotic of type and the grapic has represent all the characters of the product.The big M choclate milk use brown to present the choclate. The Easyoff Bam use white and blue for the word to present a power of the clean just like the white foam, and also the pink exploded graphic shows kinda power of the cleaness. After swap the color of the product, redesign the logo using each others font, image and word swap. Both of the lables loose their own characters to present what the product is.
27
Reference
http://media.npr.org/images/picture-show-flickr-promo.jpg http://i.telegraph.co.uk/multimedia/archive/02371/karen-ann-jones_2371086k.jpg http://i.telegraph.co.uk/multimedia/archive/02429/eleanor_scriven_2429776k.jpg
http://images.nationalgeographic.com/wpf/media-live/photos/000/411/cache/northern-lights-pictureaurora-borealis-september-2011-yukon_41173_600x450.jpg http://cdn2.spiegel.de/images/image-429579-panoV9free-rilv.jpg http://wakpaper.com/large/Pdas_wallpapers_282.jpg http://www.webmastergrade.com/wp-content/uploads/2009/09/Dolphin-Picture.jpg http://ibeautywww.s3.amazonaws.com/uploads/share/picture/282209/share_picture_1367944028.jpg http://www.oliviapalermo.com/wp-content/uploads/2012/09/HowToPose.jpg http://newswatch.nationalgeographic.com/files/2011/03/Banff-lunar-squirrel-picture1.jpg http://www.hdwallpapers.in/walls/green_bubbles-wide.jpg http://static.freepik.com/free-photo/red-t-shirt-template-free-vector_41704.jpg http://www.nonwovenbagsdirect.com.au/images/new1/04.JPG http://lh5.ggpht.com/_LXgkZ-yKhEs/Ss_43nVnOaI/AAAAAAAAAuc/VkOf_Y9QbXA/Smart-car.jpg http://3.bp.blogspot.com/-d9jsN1OYtQE/UEBmYt6FVDI/AAAAAAAACzo/F966kNFpK8U/s1600/Leaf+Ele ctric+Nissan+Car+exterior+back+view.jpg http://www.hotelbathamenities.com/photo/pl188946-oem_tissue_paper_napkins_pocket_tissue_facial_ napkin_for_restaurants_cafes_hotels.jpg http://www.nationwidebarcode.com/wp-content/uploads/2010/12/scc_sample.jpg
28